Ready 2 read

• Main Authors: Lim, Bi Hui, Teoh, Kai Ting, Soh, Therese Maria Bing Qi, Tiong, Shannon Zilin
• Other Authors: Nuri Kim
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/165298
• Institution: Nanyang Technological University

Launched in January 2023, Ready 2 Read is a campaign aiming to empower Singaporean parents with primary school children, aged 6 to 12 years old, to encourage their child to read more for leisure. Given Singaporean children's high device usage rate for entertainment and their declining reading rates, it is becoming increasingly vital to inculcate a love for reading in primary school-aged children, as they are at an age when they start developing language comprehension and interests (Tham, 2022; Ng, 2022). Additionally, our highly competitive academic landscape already associates reading with academics rather than leisure (Majid, 2018). Although initiatives encouraging reading in primary school children exist, Singapore lacks leisure reading initiatives that target parents, who are influential in developing reader-friendly homes. Guided by the Theory of Planned Behaviour (TPB), we targeted significant predictors of behaviour such as attitude and perceived behavioural control to boost parents’ intention to provide their child with access to books and identify their reading interests. Ready 2 Read sought to provide practical tips, clear misconceptions and answer queries with the Expert Q&A series through our social media channels, website, and infographics at public libraries. We directly provided parents with skills and resources through our Ready 2 Read Kit, disseminated through our Ready 2 Read Booths. Through post-campaign evaluation, Ready 2 Read successfully achieved all output objectives and obtained a significant 7.61% increase in parents’ intention to encourage their child to read more for leisure along with 237 pledges from the community.